Pinterest is a relatively new player in the mainstream social media network assembly. Since it’s launch in March of 2010, it is reported to have 53 million monthly active users The importance of new and upcoming firms developing an online presence cannot be stressed enough. While most firms already have established a typical Facebook and Twitter profile, they fail to realize the potential of creating and publishing content on Pinterest. Consumers, now more than ever, prefer interacting with content that is visually appealing and quickly absorbed. Pinterest offers a platform designed exclusively to meet these preferences. Below are the key points to remember when conducting a Pinterest strategy for business:
Nobody Likes a Show off: Remember that Pinterest is a place where the typical user will visit to view interesting content. They do not appreciate bombardments of promotional content. It is important to remember to accept the perspective of the user you wish to target. A successful Pinterest board will be diversified between content that is purely enjoyable and promotional. Although it is necessary to create posts directly relating to your firm’s offering, do not overdo it.
Be Consistent: Consistency in terms of content is vital, but even more so, is having a frequent posting schedule. Pinterest users scroll through hundreds of posts during a typical visit. Pinterest does not offer a queuing program for users to publish content automatically. This means you will be fully responsible for posting content. There are third party programs available such as Curalate, which offer the option to schedule posts. Curalate is not a free alternative.
Be Realistic: Pinterest distributes users content based on their selected interests, followed users, and search results. Odds are if you are a new firm, you won’t be appearing on very many Pinterest dashboards. This is why it becomes necessary to “colour outside the lines.” For example, Walmart, the biggest discount retailer in the world, does not exclusively advertise their products and promotions. They use popular Pinterest search keywords such as “D-I-Y” (Do-it-yourself) or “Desert recipes” to redirect users to their profile.
Remember Your Audience: In short, posts should be directed towards a female audience. The Pinterest user base is 70% female. If your business offering is geared towards women, there shouldn’t be any issues. If your business offering is geared primarily towards men, you may want to rethink the investment placed in this particular social network. In the future, as the demographic gap begins to narrow, targeting men may be more efficient.
Design Accordingly: Firms should understand that the visual aspect of Pinterest is the dominating aspect. Below are some ways to optimize the aesthetic nature of a Pinterest post.
Vertical Images: Images should generally be posted with a vertical orientation. This allows the image to use the maximum amount of space allowed, increasing the chance of being noticed.
Colour: Using colours that are able to grab the attention of users is important because it can be a deciding factor in whether or not your posts are clicked. The most impacting colours are red, yellow, orange and neon colours.
Text Minimization: Every photo should have a small description. Remember that the caption should not be longer than one or two sentences.
Linking: Pinterest is great for sparking interest, but without giving a clear path to your company or offering, the lead is wasted. Posting the company website as well as any other social media network will prove as valuable when customers are effectively able to complete a transaction.
Multimedia: Diversifying your profile will give users different ways to interact with your firm. Pinning videos, product demos, podcasts and other forms of media provide a creative way to establish a relationship with customers.
Pinterest can be a tricky social network to grasp. It is not the preferred social network for many organizations, however, it offers huge potential for those offering creative and unique products. The most important point to remember is to be original. Users on Pinterest are looking for what other social networks don’t offer. Taking advantage of the creative freedom provided on this social network is crucial. Conducting a Pinterest strategy for business does not have to be hard, but it does require time and motivation.
At concept9 we believe in leaving no stone unturned when it comes to online strategy. Although Pinterest may not seem relevant to many of our clients (particularly the ones centered on B2B services), there is a lot of proof that the SEO benefits behind a Pinterest presence are universal. To find out more and get more pro tips, contact us now!